Video Localization: Basic Tips to get it Right

December 4, 2017 Nima Henry

As humans, we acquire more information when more of our senses are involved. It is no wonder then that a short video clip can be more informative than a well-detailed paragraph of text. Digital video marketing is so successful for this very reason. The statistics speak for themselves and places the number at around a hundred million viewers watching online videos globally. What video localization does is enable you to take your video content and display it to a wider audience, vastly increasing your marketing reach.

What is video localization?

Video localization means to modify a video’s audio content to make it more suitable for audiences in other locations. A very simple example is dubbing a video in multiple languages to reach viewers of different linguistic backgrounds. Aside from dubbing, other methods of video localization include lip syncing and adding subtitles. But there is a lot more to video localization than just adding a translation.

Basic tips to get it right

· Plan your content: If you have decided at the start of making the video that you want to add subtitles or have it dubbed then first make sure that the content is fit for a wider audience

· Visuals: When adding subtitles it helps a great deal to avoid having any important content at the bottom section of the screen that could be missed. It also helps to make each clip long enough to allow the viewer to read the subtitles

· Translation: No one enjoys a botched up translation and it makes sense to get a reliable translator when dubbing, adding a voice over or adding subtitles to content

· Cultural aspects: What may appear as normal or harmless content in one culture might be accepted differently by other cultures. Be informed of local cultures and sensibilities before releasing any content in that area

· Budget: When on a budget a good way to cut down on costs is to have the audio in voiceover format. This makes it much easier to distribute the content in multiple languages

· Know your audience: Knowing your target audience is key in developing content that works. Not all content is for everyone and understanding the intended demographic in each locality could help create more refined content

· Your channel: When posting content on sites like YouTube you can choose whether to have one channel with multiple languages or a separate channel for each localized language

· Marketing: The main purpose of a marketing video is to increase your customer base. Make sure to end content with a means of capturing potential client data and once again make sure that the product is suitable for the
wider audience targeted

Things to avoid:

· Culturally sensitive content should never be released

· Adding links to sites that could expire or change is best avoided

· Releasing content that hasn’t been properly transcribed or translated by a reliable source

· All video content cannot be localized and sometimes it is best to let some audience go or if budget permits create a new video for them

Video localization can be a very effective tool in reaching audiences across the globe. Digital video marketing has shown to have a conversion rate of 80%. Statistics like this prove that the age of video marketing is here and we cannot ignore the rest of the world as potential customers. Do your research well, understand your audience, their culture and preferences, and employ a credible source to translate your content. Following these basic tips will not only increase your video localization reach but also bring in more sales.